Picture the scene. You have purchased a lovely new bucket (your sales page) in which to catch the valuable leads that Google is sending you. You’ve placed a beautiful new funnel (your AdWords campaign) above it to guide the leads in and make sure that you are not missing any potential opportunities… and everything looks fine.You check your funnel and bucket every now and then and keep seeing a healthy proportion of the golden coloured leads turn into sales each week, but something is bugging you.
Is it your imagination, or does there appear to be a trickle of black infiltrating the prospects streaming into the funnel? You look closer and sure enough, there are several channels of different coloured liquids mixing with the rich golden selection of prospects coming your way.
As you proceed to examine the contents of the bucket beneath, you finally notice that the gold is a slightly different colour, having been tinged with bad leads. An expensive mistake! Time to improve your Adwords traffic quality.
Are you paying for the wrong leads?
Most people tend to overlook some of the finer detail of creating a pure lead flow from their PPC campaigns. Here are two important tweaks that you can use to eliminate the wrong searches from getting through.
Keyword search terms: Google is highly intuitive and will make assumptions unless you are specifically telling it not to. For example, if someone misspells a word in the search bar, Google will still find what it thinks is the most likely word that they meant.
This is usually helpful. However, it can also jump to the wrong conclusion, so sometimes you are paying for search terms you don’t want.
The solution: In the ‘keywords’ section of your account, hit the ‘search terms’ button. You will then see a report of the actual words which triggered your ads. From here you should be able to clearly identify search terms that are costing you too much per click, but also any that are not targeting what you want. If there are any, you can simply block them as negative keywords.
Not in your area: It may be that you are only looking to find customers in a particular area of the country. Once again, unless you tell Google otherwise, it will assume that you are interested in everybody’s searches, wherever they are located.
The solution: Find the ‘dimensions’ tab and then go to the ‘view’ button and select ‘geographic’ from the dropdown menu*. Here you will be able to see if there are any regions that you are not interested in getting customers from. Likewise, you will be able to identify if any particular areas are getting ‘clicks’ but not converting once they land in the bucket.
*You will probably need to change the settings to view ‘Most specific location’ – simply go to the ‘columns’ button to do this.
Just like any natural substance, the more you filter it, the purer the end result. Google AdWords is no different – filtering out the wasteful traffic will lead to a bucket filled with quality prospects.